中国的饮料行业兴起晚于西方国家，随着饮料市场的发展，我国经济的增长 和居民理念已经发生了明显转变，居民在消费方面已经发生了明显的变化，随着 收入的增加，在饮料消费方面的支出增多。在这种背景下，饮料行业实现了快速 的发展，行业认可度提高，不仅仅众多的国内企业加入市场竞争，一些国外企业 也纷纷加入。J 饮料公司是一家以香港为基地的大型专业饮料生产企业和销售企 业。作为凉茶领域的引领企业，J 企业在进行营销的过程中已经受到了诸多市场品 牌的冲击，在饮料品牌走向世界过程中受到了竞争者的威胁。 在茶饮料行业进入了群雄争霸的年代，简单的进行价格战，对企业来说已经 没有了多大的优势，在市场份额方面不会发生明显变化，这就要求企业在营销方 面进行全面的经济效益管理，形成完善的营销策略建构。本文从营销策略理论的 角度研究入手，对 J 饮料公司概况，以及公司的营销环境等进行了分析，利用 PEST 模型对宏观环境和产业环境建设进行了研究。本次研究通过 SWOT 矩阵对 J 饮料 公司的战略进行了营销匹配，阐述了 J 饮料公司在营销组合策略方面如何构建？如 何从产品策略、渠道策略、促销策略和价格策略等四个方面入手，形成在营销策 略方面的建构。最后，通过对 J 饮料公司目前营销策略方面存在的问题分析，形成 相应的解决方案和对策建构。本次研究，希望对 J 公司营销和市场份额的提高可以 具有一定的指导意义。同时也可以为同类企业提供借鉴，以及进行理论的指导具 有重要价值。 关键词：J 饮料公司，饮料市场，营销策略，SWOT 分析II Research on marketing strategy of J beverage company Abstract The beverage industry in China rose after the reform and opening up, and the beverage market has undergone more than 40 years of development and change; with the economic growth of China, the change of residents' consumption concept and the improvement of people's quality of life, the consumption of residents is not limited to the previous food, clothing, housing and transportation, the increase in income also makes residents gradually in other collars. Domain expenditure. In this context, the beverage industry has gradually risen and has a bright future. The recognition of the industry has also been enhanced. Not only many Chinese enterprises have joined the market, but also many international giant enterprises have attached great importance to the industry and joined it. Therefore, China's beverage industry has entered a competitive era. If we want to stand firm and become bigger and stronger in this fiercely competitive market, we need not only perfect production technology, management system and marketing strategy, but also consumer-centered enterprises to know what consumers think and satisfy consumers' complaints. Seek a healthy and smooth production concept. At present, in this increasingly competitive beverage industry, many foreign beverage brands have caused a great blow to our own beverage brands. At the same time, Chinese brand drinks have to go through many obstacles to go abroad. At this time in the domestic market, J beverage received a lot of strange brand competition, in this fierce price war, the price obviously has not much advantage, the market share changes significantly. So in this case, J company wants to have good economic benefits, it must have a set of perfect marketing strategy. Based on the theory of marketing strategy, this paper analyzes the general situation of J Beverage Company, its supply and marketing environment, its macro-environment and industrial environment construction, and its external environment. The PEST model is used to analyze the macro-environment, and the SWOT matrix is used to marketing the strategy of J Beverage Company. Then itIII expounds the marketing mix strategy combination of J Beverage Company, mainly from the product strategy, channel strategy, promotion strategy, price strategy and other aspects. Finally, it puts forward the corresponding solutions to the existing marketing strategy of J Beverage Company. Hope that through this study and analysis, J beverage sales and market share can be greatly improved, and then hope to provide reference and theoretical guidance for similar enterprises. Key Words: J beverage company, beverage market,marketing strategy,SWOT analysisIV 目录 摘要...................................................................................................................................I Abstract............................................................................................................................. II 第 1 章 绪论.....................................................................................................................1 1.1 研究背景及意义 ................................................................................................1 1.1.1 研究背景 .................................................................................................1 1.1.2 研究意义 .................................................................................................2 1.2 文献综述 ............................................................................................................3 1.2.1 国外研究综述 .........................................................................................3 1.2.2 国内研究综述 .........................................................................................4 1.2.3 文献评述 .................................................................................................5 1.3 研究内容与研究方法 ........................................................................................5 1.3.1 研究内容 .................................................................................................5 1.3.2 研究方法 .................................................................................................7 1.4 创新点 ................................................................................................................7 第 2 章 相关理论综述.....................................................................................................8 2.1 营销策略的相关概念 ........................................................................................8 2.1.1 营销策略的内涵 .....................................................................................8 2.1.2 营销策略的作用 .....................................................................................8 2.2 营销策略的相关理论 ........................................................................................8 2.2.1 营销理论 .................................................................................................8 2.2.2 营销战略 .................................................................................................9 第 3 章 J 饮料公司概况及营销环境分析.....................................................................11 3.1 J 饮料公司发展现状.........................................................................................11 3.1.1 J 饮料公司概况......................................................................................11 3.1.2 J 饮料公司组织结构..............................................................................12 3.2 J 饮料公司营销环境分析.................................................................................13 3.2.1 J 饮料公司 PEST 分析 ..........................................................................13 3.2.2 J 饮料公司内部营销环境分析..............................................................15 3.2.3 J 饮料公司 SWOT 分析 ........................................................................17V 第 4 章 J 饮料公司营销组合现行策略研究................................................................22 4.1 产品策略 ......................................................................................................... 22 4.1.1 产品概念 .............................................................................................. 22 4.1.2 产品多元组合 ...................................................................................... 22 4.2 渠道策略 ......................................................................................................... 22 4.2.1 渠道现状 .............................................................................................. 22 4.2.2 渠道特点 .............................................................................................. 24 4.3 价格策略 ......................................................................................................... 25 4.3.1 定价策略 .............................................................................................. 25 4.3.2 折扣策略 .............................................................................................. 25 4.4 促销策略 ......................................................................................................... 26 4.4.1 广告策略 .............................................................................................. 26 4.4.2 促销活动 .............................................................................................. 26 4.4.3 网络传播 .............................................................................................. 26 第 5 章 J 饮料公司营销策略存在的问题....................................................................28 5.1 J 公司的产品竞争力问题................................................................................ 28 5.1.1 产品组合单一 ...................................................................................... 28 5.1.2 产品个性不鲜明 .................................................................................. 28 5.2 J 公司渠道通路建设问题................................................................................ 28 5.2.1 渠道管理薄弱 ...................................................................................... 28 5.2.2 渠道开发不足 ...................................................................................... 29 5.3 J 公司产品价格制定体系问题........................................................................ 30 5.3.1 产品价格方式单一 .............................................................................. 30 5.3.2 折扣策略不完整 .................................................................................. 30 5.4 J 公司促销策略贯彻问题................................................................................ 30 5.4.1 促销模式相对落后 .............................................................................. 30 5.4.2 促销方式简单缺乏竞争力 .................................................................. 31 第 6 章 J 饮料公司营销策略相应对策........................................................................32 6.1 提升产品竞争力 ............................................................................................. 32 6.1.1 坚持产品创新获取竞争优势 .............................................................. 32 6.1.2 增加不同口味 ...................................................................................... 32 6.2 加强和改进渠道建设 ..................................................................................... 33 6.2.1 开拓农村市场 ...................................................................................... 33 6.2.2 创新销售渠道 ...................................................................................... 34VI 6.3 完善产品价格制定体系 ..................................................................................35 6.3.1 合理构建产品定价差异化 ...................................................................35 6.3.2 完善折扣策略体系的建设 ...................................................................36 6.4 注重促销策略执行的统一和有效性 ..............................................................36 6.4.1 加强和改进网络营销建设 ...................................................................37 6.4.2 创建有效信息服务管理系统 ...............................................................38 第 7 章 结论与不足.......................................................................................................39 7.1 研究结论 ..........................................................................................................39 7.2 不足 ..................................................................................................................40